Easyjet case study - enviromental analysis and business strategy analysis

ORGANISATION AND MANAGEMENT PRACTICES

EASYJET REPORT

Student Name: Song Hui

Matriculation Number: 200411997

Module Number: MGTMM20

Word Count: 3407 words

CONTENT

INTRODUCTION 牋牋牋牋3

OVERVIEW OF EASYJET 牋牋牋牋3

MISSION STATEMENT 牋牋牋牋3

MAJOR STAKEHOLDER GROUPS 牋牋牋牋3

INTERNAL ANALYSIS 牋牋牋牋5

STRENGTHS & WEAKNESSES (S.W.O.T ANALYSIS) 牋牋牋牋5

Strengths 牋牋牋牋5

Weaknesses 牋牋牋牋5

VALUE CHAIN ANALYSIS 牋牋牋牋6

RESOURCES & CORE COMPETENCE 牋牋牋牋6

Resources 牋牋牋牋6

Core Competence 牋牋牋牋7

EXTERNAL ANALYSIS 牋牋牋牋8

OPPORTUNITIES & THREATS (S.W.O.T ANALYSIS) 牋牋牋牋8

Opportunities 牋牋牋牋8

Threats 牋牋牋牋8

FIVE FORCES ANALYSIS OF COMPETITIVE ENVIRONMENT 牋牋牋牋8

Potential Entrants 牋牋牋牋8

The bargaining power of buyers 牋牋牋牋9

The bargaining power of suppliers 牋牋牋牋9

The threat of substitutes 牋牋牋牋9

Industry competitors 牋牋牋牋9

STRATEGY 牋牋牋牋11

GENERIC STRATEGY 牋牋牋牋11

PRODUCT & MARKET ANALYSIS 牋牋牋牋11

Product Analysis 牋牋牋牋11

The Boston Consulting Group (BCG) growth share matrix 牋牋牋牋12

Growth Strategies - Organic/ Acquisition / Diversification 牋牋牋牋12

STRATEGY IMPLEMENTATION 牋牋牋牋14

MATCHING STRATEGY WITH RESOURCES 牋牋牋牋14

MANAGING CHANGE 牋牋牋牋14

EVALUATION 牋牋牋牋15

CONCLUSION 牋牋牋牋17

BIBLIOGRAPHY 牋牋牋牋18

APPENDICES 牋牋牋牋20

INTRODUCTION

Overview of Easyjet

Easyjet was established in March 1995[Key events in our history, Easyjet, 2004], with low-cost flights from London's Luton Airport to Glasgow and Edinburgh in Scotland.

An easyJet A320, G-TTOC, prepares for departure at...

English: Hangar 89, EasyJet headquarters

easyJet A319 Cabin

The flights were full, and the demand for low-cost flights grew rapidly throughout the whole country. Since then, Easyjet was concentrated on expanding itself and raised additional finance to invest in additional aircrafts.

Today, Easyjet is one of the Europe's leading low-cost airlines offering 105 routes to 38 key business and leisure airports in Europe [2003 Annual Report and Accounts, Easyjet, p 16, 2004].This is proved by their corporate figures, with a total turnover of �2 million and pre-tax profits of � million in 2003 [2003 Annual Report and Accounts, p 4, Easyjet, 2004]. They are by no means struggling to keep up. With a customer base that has consistently grown from the first flight to an impressive...